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SEARCHLOVE DAN DIEGO 2013-Brian Clark

Sponsored · Ship Features Fearlessly Turn features on and off without deploys. Used by thousands of Ruby developers. →
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September 30, 2013
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SEARCHLOVE DAN DIEGO 2013-Brian Clark

A Strategic Approach to Creative Content Marketing

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Distilled

September 30, 2013
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Transcript

  1. A STRATEGIC APPROACH TO CREATIVE CONTENT MARKETING Brian Clark CEO

    - Copyblogger Media @copyblogger

  2. Social Content Search Sale Email

  3. Unaware Attraction Permission Conversion Sale

  4. THE MONOMYTH

  5. Unaware Attraction Permission Conversion Ordinary World Call to Adventure Meeting

    the Mentor Crossing the Threshold Sale

  6. THE STORY: CONTENT AS MENTOR

  7. THE 5Cs OF CONTENT CREATION

  8. 5Cs ‣ Context ‣ Cornerstone ‣ Connection ‣ Conversion ‣

    Copy

  9. CONTEXT ‣ What’s the journey?

  10. FIND OUT THEIR PROBLEMS AND DESIRES, MAKE THEM THE HERO,

    AND HELP THEM ON THEIR JOURNEY

  11. CORNERSTONE ‣ What do they need to know?

  12. None

  13. CONNECTION ‣ What do they need to engage?

  14. MEANING + FASCINATION = ENGAGEMENT

  15. CONVERSION ‣ What do they need to believe?

  16. EVANGELIZE AND CONVERT

  17. COPY ‣ What’s the offer?

  18. ‣ Great product or service ‣ Fantastic value ‣ Communicate

    benefits ‣ Overcome lingering objections ‣ Reverse risk

  19. ‣Cornerstone = Educate ‣Connection = Engage ‣Conversion = Evangelize

  20. Brian Clark @copyblogger http://copyblogger.com/